The Four Powers of Design: A Value Model in Design Management

Mozota, Brigitte Borja de

doi:10.1111/j.1948-7169.2006.tb00038.x

Cited by 123 publications

(89 citation statements)

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“…Design offers four powers or directions through which to create value in management, and these four directions can be seen as a system with the vision in the center according to Mozota [14], [15], [16]. The design value model and its application through the Balanced Score Card toolkit provide a common language for designers and managers and this can help the design profession effect a change from project-based to knowledge-based.…”

Section: The Importance Of Design In Business Practices Of Czech Compmentioning

confidence: 99%

The importance of design in business practices of czech companies

Kramoliš¹,

Staňková²,

Richtr³

2015

E+M

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Section: The Importance Of Design In Business Practices Of Czech Compmentioning

confidence: 99%

The importance of design in business practices of czech companies

Kramoliš¹,

Staňková²,

Richtr³

2015

E+M

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Section: Design As Business Strategymentioning

confidence: 99%

“…This designer's way of thinking would be the abductive reasoning, which, unlike inductive (logical, rational, Cartesian), sees the phenomenon -brand, product or service -as from several strategic angles, covering not only the corporate environment but also the target audience behavior. According to Mozota (2006), the design in an organization should be inserted as a core management: design as strategy: controls the design return/investment, the business performance and the brand value; design as process: research methods in design; manages the design functional aspect; design as style: integrates the marketing and corporate communication sectors and manages the design pattern.There are also, according to the author, four essential strategic aspects of the design, listed in …”

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confidence: 99%

Design Estratégico de Marcas: Conceituação Utilizando os Níveis Semióticos

Grilo

Marques

2015

FSRJ

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This paper shows the brand concept process for IT sector of a University.The aim was to project the position of the brand from the semiotics' levels -pragmatic, semantic and syntactic. It was observed each level as phases of brand concept process. So, the pragmatic level joined the management aspects of the organization, as the market trends and business strategies; the semantic level involved the signification side of the target people, applying qualitative methods and tools for generating inspirations according to their expectations and needs. Finally, the objective and subjective data were changed into tangible information, in other words, in the gestalt form of the brand. It was observed that the method allowed more understanding about the project scope, through the structural axis of the concept, that integrating both the business as human needs, to establish brand decisions, both as aesthetics, as strategically. According to the author's way, Drucker (2006) In this sense, Taurion says that IT must be understood as a strategic item of an organization, but is often seen as an operational arm. KeyThus, the company owners are unaware of the IT role and for this reason they understand it as something that is "very expensive, but necessary so that the business can work", demonstrating lack of knowledge about the strategic position and the delivering value that IT can provide. Within this context, the question is: how can IT establish a coherent organizational culture with these trends and then resound it to its partners and consumers? DESIGN AS BUSINESS STRATEGYIn view of this challenge, the design is included as an activity which, similar to IT, it operates strategically for the business and can serve as a response to a changing technological scenario aiming at the innovation. ForHeskett (1997( , cited by Nojimoto, 2009, the design can be understood as "a process of creation, invention and definition separated from the production means". Thus, the design produces a previous thought that will pervade the process, which presupposes a strategic planning in relation to what will be developed. Landim (2010) points out that, currently, the design role is constantly improving and evolving. If at its emergence in the early twentieth century, the design was limited to the graphic and artifacts production, the macroeconomic changes in the world have required from it new demands, especially when observing the technology user. For Vianna Vianna, Adler, Lucena and Russo (2011), the design has assumed a strategic role in the organizations as the way of thinking, previously used only in the designers' creative process, has begun to be adopted by company managers. This designer's way of thinking would be the abductive reasoning, which, unlike inductive (logical, rational, Cartesian), sees the phenomenon -brand, product or service -as from several strategic angles, covering not only the corporate environment but also the target audience behavior. According to Mozota (2006), the design in an organization should be inser...

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“…Por sua vez, a Gestão Ambiental pressupõe um planejamento ambiental que apresente diretrizes que contemplam os aspectos legais e as práticas de melhorias ambientais contínuas. Best (2012) apresenta um modelo de valor dos quatro poderes do design desenvolvido por Mozota (2006) e aplicado em empresas europeias de pequeno e médio porte onde o design se apresenta nos três níveis de atuação (estratégico, tático e operacional) pelas ações de antecipar, coordenar e diferenciar. Com base nesse modelo, foi elaborado um quadro de estratégias baseado nos quatro poderes do design, como pode ser observado no Quadro 2 e adaptado ao viés desse trabalho com proposta de ação com base nos requisitos para a exportação ao mercado europeu.…”

Section: Rótulos De Certifi Cação E a Competitividade Na Mariculturaunclassified

Gestão de design na maricultura como fator estratégico para a competitividade

Goulart

Merino

2013

SDRJ

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The Four Powers of Design: A Value Model in Design Management

Cited by 123 publications

References 1 publication

The importance of design in business practices of czech companies

The importance of design in business practices of czech companies

Design Estratégico de Marcas: Conceituação Utilizando os Níveis Semióticos

Gestão de design na maricultura como fator estratégico para a competitividade

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